Marketing, advertising & media intelligence

Not too long ago, comedian John Oliver took a jab at branded content, famously comparing it to finding raisins in a cookie and saying that it blurred the lines between editorial and promotional material. Oliver wasn't the only one to raise these concerns about the way news media companies generate revenue. Commentators across the world had already been raising similar points for quite some time, before Oliver threw his satirical barbs into the mix.

However, as any good current affairs cartoonist will tell you, there's never enough satire. And the team at South Park has added a bit more hilarity to the discussion on advertising and news through a new skit that shows the character Stephen contrasting the clean reading experience of student newspaper to the advertising labyrinth encountered online.

If anything, Stephen's ramblings to his wife provide a pretty strong argument for the enduring appeal of print. As he explains: "This is just news. And I don't get lost in all the bullshit."

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Why we like it: In a slightly dystopic and animalistic car spot, Mitsubishi has promoted its new Triton Huntaway II. The video sees the utetravelling over rugged Wellington terrain and highlights the vehicles multiple features. The campaign is based on exclusivity as Mitsubishi’s new ute has just 20 up for grabs. To provide further hype to its audience, the ad finishes with the line, “if you don’t catch it now, you won’t see it for dust”.

Who’s it for:2degrees by DDB

Why we like it:2degrees continue to expose the unusual nature of everyday gestures in its latest spot that lingers over three couples shaking hands. In a world of sloppy, or overly stiff hand-shakes, it is good to see the act of peace and trade be scrutinised. Described as ‘pumping someone up and down as if they are low on air’ the spot films handshakes in slow motion and scrutinises the instinctive way in which we communicate. The spot is a part of 2degrees ‘Second Nature’ campaign, which releases multiple ads and gives focus to the contribution of 2degrees in helping Kiwi businesses up and down the country.

Who’s it for: TVNZ by TVNZ’s Blacksand

Why we like it: Last week, Deadpool hijacked TVNZ’s brand assets, gate crashed multiple TVNZ channel idents and appeared in a Broadcasting Standards spot for TVNZ. The character, played by famous American actor Ryan Reynolds, saw a one-off opportunity for TVNZ, who utilised the sarcastic superhero across multiple platforms and programmes. The ads coincided with the release of Deadpool 2, which is currently on screen in cinemas.